Indonesia is the largest archipelagic nation in the world, extending about 5,120 kilometers from east to west and 1,760 kilometers from north to south. It encompasses more than 17,000 islands, providing sea turtles an extensive coastline for nesting. The vast areas of seagrass beds and coral reef also provide them with a wealth of foraging grounds.

According to Ms Amelia Tjandra, Marketing Director of PT Astra Daihatsu Motor (ADM), "Six of the world's seven turtle species are found in Indonesia – the leatherback turtle, green turtle, hawksbill turtle, olive ridley turtle, loggerhead turtle and flatback turtle." These ancient marine reptiles, which are contemporaries of dinosaurs and survivors of the Ice Age, are now suffering due to a shrinking population and poaching for their meat, eggs and shells by humans." With a sense of urgency, Ms Tjandra expressed, "We have no right to let an animal that co-existed with dinosaurs be lost forever".

Since 2011, ADM has taken an annual strategic approach towards the conservation of sea turtles under the program "Penyu Untuk Indonesia" (Turtles For Indonesia). In total, 10,000 turtle dolls were produced by ADM to raise funds with the public's help. The fund raising effort is a collaboration with Daihatsu employees, and ADM's nine user community club members – Avanza Xenia Indonesia Club (AXIC), Terios Rush Club Indonesia (TERUCI), Daihatsu Taruna Club (DTC), Ceria Club Indonesia (CCI), Gran Max Luxio Club (MAXXIO), Zebra Club (ZEC), Classy Winner Indonesia Club (CWINDO), Sirion Indonesia Club (SIC) and Taruna Owners (TO). A total of Rp 303 million raised from selling the dolls were donated to several turtle conservation sites in Indonesia. As a token of appreciation, ADM invited 47 lucky donors, selected from a lucky draw, on a 3-day trip to these conservation sites.

As the Ministry of Maritime Affairs and Fisheries (MMAF) of Indonesia does not recommend cash as donation to the turtle conservation programs, other forms of donation including special equipment like flashlights, backpacks, boots, communication devices and others were donated to the appointed eight conservation sites. The conservation sites spread across several areas in Indonesia; three in Bali, two in West Java, as well as one each in East Borneo, East Java and Lampung Sumatra.

In 2012, the Penyu Untuk Indonesia program was conducted in conjunction with ADM's celebration of its 105th anniversary. Several activities were organized based on the commemorative figure of 105. For instance, 105,000 turtle eggs were bought by ADM at a cost of Rp 1,500 - 2,000 each, and in turn donated to three conservation sites. The purchase was aimed at preventing the turtle eggs to be consumed by locals. At the same time, ADM also donated Rp 90 million to its seven club members. Each club member then used the funds to select five elementary schools to carry out a poster design competition. Three winners were chosen by each club member to represent them to compete in the final. These winners, among the 21, were appointed as a Turtle Ambassador. On top of that, ADM donated another Rp 160 million to build basic facilities such as turtle ponds for the conservation sites.

The preservation of sea turtles does not just help the protection of these species, but also promotes the healthy ecological environment that the conservation sites once had. As explained by Ms Elvina Afny, Head of CS & Value Chain Division, "Six of the world's sea turtle species are inhabiting in Indonesia, and they play a significant role in balancing the oceans' food chain. For example, sea turtles consume large quantities of jellyfish, which feed on fish larvae. They also consume large scales of seagrass, which would otherwise become overgrown and create a negative consequence on many other species."

Although the impact of turtle conservation sites can only be seen after two decades, as sea turtles return to the same beach where they were born to lay their eggs after 20 years, this does not stop ADM's continuous efforts to support the program. Said Ms Afny, "With the ongoing progress over the last two years, the awareness of sea turtle protection is becoming greater. We hope to involve more people in our 2013 program."